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Seen and noted

Guest Judge: Neale Horrigan, ECD, elvis, London

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    April 17, 2023 12:39 (Edited: April 17, 2023 22:39)
Winner: Foundation to Combat Antisemitism 'Son'. This is pretty powerful stuff, beautifully executed. As a parent myself, the thought of having to have a conversation like this is the stuff of nightmares. But this does it in a very simple and emotive way that would give any keyboard warrior second thoughts. And as a piece of film, I love how muted and understated this has been shot. And how it makes us 'the viewer', feel like we are awkwardly sat in the back seat, regretting having accepted the ride.

Runner-up: FAAAC 'The Last March Of An Ad Creative'. Ouch, this one kicked me right in the creatives!

Winner: Amigos for Kids / National Child Abuse Prevention Month 'Belt'. I love the naive childlike lens in this ad, where we should all be thinking that this belt is just something to hold up a pair of ill-fitting slacks, and nothing more. Hopefully one day we can all get back to that, as it's a shame that advertising like this has to exist at all really.

Runner-up: Nurofen 'Maybe You're Stressed'. A sad truth highlighted in a very simple way.

Winner: Campaign Against Homophobia 'The Impossible Parade'. To be honest, every entry in this category deserves a shout out as they're all incredibly powerful and well thought through solutions that use creativity to create change. But this campaign against Homophobia in Poland is just wonderful! It's a rebelliously joyful idea that uses creativity and tech together to stick 2 fingers up to the haters!

Runner-up: Change The Ref 'New Recruits'. 'Sending your children to war is safer than sending them to school in America.' Holy sh*t. If this fact alone doesn't stop you in your tracks, then their campaign that actively looks to recruit kids into the military will do. It's an incredibly powerful twist on an increasingly poignant subject.

Winner: Samsung Espana 'Unfear'. I've chosen this winner and the runner up based on their great use of A.I. I feel like A.I is getting to be a bit of a dirty word at the moment (for a lot of the right reasons), but when you see it used to revolutionise people's lives and make such an incredible difference, then we are reminded of its power for good. Samsung's Unfear app uses the technology to create noise cancelling headphones for people with Autism that can be personalised to prevent them feeling isolated. Genius!

Runner-up: The Iran Democracy Council 'A.IRAN'. And then using it to create a future history book - A.IRAN, is an amazing application of the technology to help rewrite the country's future and encourage action. Horrigan - elvis.jpg
This week's guest judge is Neale Horrigan, executive creative director at elvis in London.

Neale is responsible for the agency's creative output across ambitious brands including Cadbury, Odeon, Merlin Entertainments and not to mention multi-award-winning campaigns for Creme Egg and LADbible.

Neale was responsible for creating the agency positioning of 'Unexpected & Unforgettable', which is his definition of creativity. This is the guiding light that elvis strives to live up to with every single brief and it's a proven philosophy, as elvis was named as the eighth most awarded creative agency in the UK for 2021 by The Drum, with accolades from Cannes Lions, D&AD, CLIO, The One Show and The Marketing Society, amongst others.

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